THE USE OF BIG DATA AND DATA ANALYTICS TECHNOLOGIES IN ACCOUNTING AND AUDITING

The rapid development of digital technologies has transformed accounting and auditing practices worldwide. Among these technologies, Big Data and Data Analytics have emerged as essential tools for processing large volumes of financial information and improving the quality of decision-making. The purpose of this study is to examine the application of Big Data and Data Analytics technologies in accounting and auditing and to evaluate their advantages and challenges. The research is based on comparative analysis and a review of contemporary scientific literature. The findings indicate that Big Data and Data Analytics significantly improve financial reporting, fraud detection, risk assessment, and audit effectiveness by enabling real-time analysis of extensive datasets. Furthermore, these technologies support strategic decision-making and enhance organizational transparency. However, challenges related to data security, technological infrastructure, and the shortage of skilled professionals remain significant obstacles to successful implementation. The study concludes that the integration of Big Data and Data Analytics technologies is becoming an indispensable component of modern accounting and auditing systems.